UCI Insights Bureau

Roberto Ruiz

Executive Vice President of Research, Insights & Analytics

Roberto Ruiz is executive vice president of Research, Insights & Analytics at Univision Communications Inc, the leading media company serving Hispanic America. Ruiz works with a team of marketers whose goal is to help corporations capitalize on the US Hispanic consumer as a source of growth. The team drives all aspects of marketing, from research to consumer insights to building the business case for brands, using syndicated and custom research tools.

Ruiz is a Hispanic Marketing expert with more than 20 years of experience in senior management positions at client, agency and media. Throughout his career, he has worked in several industries including financial services, interactive, advertising, consulting, startups and packaged goods.

Prior to joining Univision in 2008, Ruiz served as the founder and President of Consumer Contacts, a boutique consulting firm specializing in Hispanic marketing. Previously, Ruiz was a founding partner at The Vidal Partnership, a Hispanic advertising agency in New York. He was one of four partners that took the business from a mid-size agency to a powerhouse recognized twice by Ad Age as agency of the year. At Vidal, Ruiz worked on accounts such as DirecTV, Century21 Real Estate, MasterCard, Diageo, and Cingular Wireless.

Prior to that, Ruiz worked at Prodigy Internet and led the team that launched the first fully bilingual Internet Service Provider targeting Hispanics in the US.

He moved to the U.S. from Venezuela in 1993 to pursue his MBA and started a career at MCI Communications Inc. where he held management positions in direct response, telemarketing and international marketing; targeting Hispanic consumers in the U.S. and Latin America. After MCI, Ruiz held the senior marketing position at MoneyGram, where he led the Mexico and Latin America money transfer business.

His career in marketing and advertising started in Venezuela, where he received his classic marketing training working in consumer packaged goods at Pillsbury, Gillette, and Mavesa. A bug for the creative took him to lead the strategic planning group at one of the top ad agencies in the country ARS/DDB where he also fell in love with the international marketing side of the business.

Ruiz is actively engaged in speaking at trade conferences, including the Association of American Advertising Agencies, The Direct Marketing Association, the Consumer Healthcare Product Association, Nielsen’s Consumer 360, among others. He also collaborated with author Chiqui Cartagena in writing “Hispanic Boom: A guide for Hispanic Marketers.”

He holds an MBA in International Business and a MA in International Economics from The George Washington University and a Bachelor’s degree in Mechanical Engineering from the Universidad Central de Venezuela.

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